What is Product Marketing? A Data-Backed Definition

Product Marketing is a discipline that connects the dots between the product and the market in both directions, shaping the product based on market insights and communicating it effectively to the market. The role of a Product Marketing Manager (PMM) includes understanding customer needs, developing personas, updating pricing, creating content and collateral, promoting products, managing launches, and increasing demand after launch. PMMs are responsible for both inbound and outbound product marketing activities. The importance of in-product marketing is growing as companies move towards a product-first world. Product Marketing helps achieve product-market fit by driving feature adoption and new revenue. It is crucial to define the role and responsibilities of PMMs clearly, empowering them with clear ownership, sufficient tooling, and executive visibility. The State of Product Marketing today shows that it is often misunderstood but easily thrown around. Companies need to leverage Product Marketing effectively to drive success. The role of a PMM has evolved from just launching products to focusing on adoption as well. This change is due to the shift in software delivery models and the growing importance of product-first companies. In summary, Product Marketing plays a vital role in shaping and promoting products, driving feature adoption, and increasing demand after launch. It is crucial for organizations to define and empower PMMs effectively to succeed in today's product-first world.